How a Product Rated 5-Stars Might Be Junk

Do you use the 5-star rating system to help you make informed purchase decisions? If you only look at the stars and not the reviews they are based upon, you may be buying a piece of junk (or a lousy book).

Once you choose to give the stars the greatest weight in your evaluation, lower-rated, but potentially better alternatives may not show up in your search results. Worse, inferior products can have deceptively high ratings.

11 Reasons Product Ratings Are Deceptive:

1. The product or service has no ratings yet. In searches with minimum-star criteria, they will not show up in the results. Most return policies are generous and it’s low-risk to give a no-star item a chance.

2. Too few ratings skew the overall rating. I see this often with books. There will be two ratings: a one-star and a five-star. Which one is it? You’ll never know; your high-star search eliminated it.

You assume most reviewers share your level of intelligence.

3. Poor quality reviews. A low-rated product based on low-quality reviews won’t show up in your high-star search. Let’s pause on this one.

When stars are given the greatest weight in your evaluation, you are assuming most reviewers share your level of intelligence and values. And, that their requirements are similar to yours. Let’s explore why this is often not the case in items four through eleven:

4. The reviewer forgets to click on the stars. This happened to an illustrator I met through LinkedIn. He had a glowing review from a customer, but they left the default of one star. This brought his overall rating from five stars to four stars.

5. The reviewer doesn’t have the same requirements as you. This is prevalent in reviews for small appliances. The reviewer puts great weight on a feature that is irrelevant to you. They loved the toaster, but gave it three stars because they think it should have a higher maximum temperature setting. (See #6.)

6. The reviewer did not read the technical specifications before buying. Their rating is influenced by their disappointment that the product does not perform some function. Yet, this function they want so badly is not listed in the specs.

7. The reviewer loved the product, but had a bad shipping or customer service experience. It would be appropriate for the reviewer to consider the bad experience in their rating, if it impacted their use of the product or service. Obviously, bad restaurant service matters. But, their toaster showed up a week late?

Note: Amazon has a separate review system for vendors and shipping.
8. The reviewer did not read the instructions. The product actually will function as advertised, but the reviewer didn’t bother to read the instructions to find out how.

9. The reviewer has not tried the product. One reviewer had ordered several books and had not read them yet. So, she posted a three-star review as a placeholder. Another was angry that the product hadn’t arrived yet. (See #7.)

10. The overall star rating is inflated or deflated by fake or vindictive reviews. This appears to be prevalent in book and restaurant reviews. Whenever the competition gets fierce, the fierce get desperate.

11. The reviews don’t belong to the product. This one I just discovered through a LinkedIn user, Jennifer Tzivia MacLeod. Amazon associated several poor reviews for a book on the McCarthy era to a children’s book. The children’s book author is fortunate; it only lowered his book’s overall rating to four stars.

There is no scientific formula for evaluating art.

The star rating system particularly limits our artistic choices. Art is subjective. A movie critic can give you a synopsis; tell you what they thought about the acting, the cinematography, etc. But it’s their opinion. There is no scientific formula for evaluating art. And heaven help us if there ever is. What a sad and utilitarian world that would be.

I still look to the stars to guide me. Yet, logically, I know they limit my choices because a product may have a deceptively high rating. Or an undeserved low rating. But those stars have a nearly irresistible, emotional power over my purchase decisions. Are you star-struck, too?

If the star system were abolished, you would have to search for products solely on meaningful criteria, such as price and features. You would be forced to read at least some of the evaluations – and evaluate their relevance. Now you would be making informed decisions.

Have you bought something based on a 4- or 5-star review that you regretted? Is your favorite movie or book given a low rating by the experts? Tell me about your experience here!

Aviva Gittle is publishing children’s books in English and Spanish. Her books, including Kitten & Butterfly, Gatito y Mariposa, Bagel Boy, and Salto lunar, are available on Amazon.

Since this article was published, Rhonda Paglia’s entry, Grammy’s Rockin’ Color Rap-a-licious Rap won the #9 spot on The Gittle List 2015!

“Marketing is not my strength. Actually, I feel like a marketing disaster!”

– Rhonda Paglia, Indie Author

Rhonda Paglia and Rosie Russell each turned their passion for teaching children how to read into a career in children’s book writing and publishing. This year, they both entered The Gittle List, a contest exclusively for writers just like them — independent authors who publish their own children’s picture books.

“I love being the creator of my books – from start to finish, from writing to publishing, from cover to cover. I especially love the layout and design process – it’s fun for me,” says Rhonda, a former elementary school teacher.

This is Rhonda’s second attempt at earning a spot on the coveted “Gittle List.” Each year Aviva Gittle, owner of Aviva Gittle Publishing, selects 10 great self-published children’s picture books to promote at the holiday season. Rhonda is hoping that her book Grammy’s Rockin’ Color Rap-a-licious Rap: Teaching Kids Colors will earn a spot on this year’s Top 10 list.

Even though Rhonda didn’t win last year with Three Little Gnomes and a Boy Named Orion, she says, “I learned so much from [last year’s] contest winners’ books. I feel the same way about this year’s contest. I can enter, look at the winners, and then try to ‘kick up my game.’ I’m just happy to participate, have fun, and learn. So – I’m back! “

Rhonda told her fellow indie children’s book author and friend Rosie Russell about The Gittle List contest. Rosie taught children in elementary and middle schools for 15 years before becoming an author full-time. “It sounded like a fun contest and I was especially pleased that it was [exclusively] for indie authors,” she says.

“Helping students learn how to read; introducing them to the love of reading, was rewarding,” says Rosie. She has already published several books, but this is her first contest. She decided to enter Beasley’s Journey, about the adventures of a dog trying to find his way back home.

Both authors find marketing the hardest part of self-publishing. Winning The Gittle List contest will give them free book promotion. Rhonda admits, “Marketing is not my strength. Actually, I feel like a marketing disaster! I tweet, I blog, I have a website, I have a little newsletter, and I’m on LinkedIn and Facebook, yet I feel so clumsy at all of these.”

Aviva is rooting for both authors to make it on The Gittle List Top 10 for 2015. She says, “I know there are many authors who have put their heart and soul into creating wonderful children’s books. My mission is to find them and present them to readers around the world.”

Despite the challenges of marketing, Rhonda and Rosie agree that their decision to independently publish their own books was the right choice. Rhonda says, “I love the freedom I have to be unfettered and to present a book in whatever way I want.”

It’s been a rockin’ journey for Rhonda Paglia and Rosie Russell. Rosie sums it up best, “I enjoy it and I’m learning new things everyday.” Just like their former students.

Update: Rhonda did win a spot in the Top 10! The Gittle List2015 winners are posted here. Winners are still being revealed (one per day starting 11/21/15); check back to see if Rosie also wins a spot on The Gittle List!

The Gittle List contest accepts print books and eBooks. The competition is open to self-published authors around the world. The 2016 submission guidelines are here.

Some Indie Authors are Starting to Cater to Hispanic Consumers

More indie authors are offering their children’s books in both English and Spanish. But is the demand for Spanish-language books as big as indie authors hope?From a financial perspective it makes sense. According to a 2012 Nielsen report, State of the Hispanic Consumer: The Hispanic Market Imperative, “The U.S. Hispanic population is the largest minority segment and is growing at a dramatic rate… [the] future U.S. economy will depend on Hispanics by virtue of demographic change and the social and cultural shifts expected to accompany their continued growth.”

“Although bilingual, they first wrote their children’s books in English.”

Mary Esparza-Vela and her husband, A.M. Vela, are indie authors betting on the Hispanic market. Although bilingual, they first wrote their children’s books in English. Then, they decided to offer their stories in Spanish. Mary says, “I learned to read and write in Spanish and English at a young age and credit my maternal grandfather (Abuelito) for my love of reading and writing.” She describes her grandfather sharing hours of stories with his grandchildren. “I can still picture the funny faces and hand movements he made as he acted out the stories. We laughed until we could laugh no more.”

Marketing avenues for self-published authors are not really setup for Spanish-language books. For example, Readers’ Favorite, a site that offers free reviews for self-publishers, does not review Spanish-language books.

Most contests are for English-only books. One exception is The Gittle List contest for self-published authors of children’s picture books. Each year ten books by indie authors are selected to be promoted during the holiday season. Aviva Gittle, owner of Aviva Gittle Publishing and host of the contest says, “Although I only allow English-language books in my contest, if a winner has their book available in Spanish, both books are included in most marketing.”

It is not unusual for native Spanish speakers to first write and publish their stories in English. Mariana Llanos, who emigrated from Peru, published her first book, Tristan Wolf, in English. Now all her books are available in English and Spanish. Mariana is a two-time winner of The Gittle List contest. Her English-language books, Tristan Wolf and The Wanting Monster each earned a Top 10 spot among the 2013 and 2014 contest entrants. (Spanish titles are Tristán Lobo and El Monstruo Quierelotodo, respectively.)

The Velas were invited by Aviva Gittle to enter the contest. They submitted The Lost Tooth, a story about a baby hippo who loses his tooth and enlists the help of other animals to try and find it. (The Spanish version of the book is El Diente Perdido.)

“My grandchildren are being raised bilingual, so it was important to me to offer my stories in both languages.”

Aviva Gittle also publishes many of her own books in both English and Spanish. “My grandchildren are being raised bilingual, so it was important to me to offer my stories in both languages.” Unfortunately, Aviva speaks very little Spanish, so marketing the books is challenging. “Hablo muy poco español,” she says. “Spanish-speaking authors definitely have an advantage. But, English-only writers can employ professional translators and bilingual editors for great results.”

The Nielsen report advises, “[It] is instructive to recognize that unique and useful vehicles for reaching Hispanics exist around language, media consumption, and technology adoption. Given the total market’s dependence on Hispanics for future growth, tapping Hispanic preferences and purchasing behaviors is essential for any strategy or marketing plan to be successful.”

“Be proud of your language and your culture.”

Although increasing their sales is important, the Velas started offering Spanish-language versions of their stories for a more important reason. The wise words of Mary’s Abuelito: “Be proud of your background and your culture. Don’t forget your native language. Two languages are better than one.”

Note: All of the books mentioned in this article can be found by searching Amazon.com for the author’s name (Mary Esparza-Vela, Mariana Llanos, and Aviva Gittle.)

The Gittle Listcontest is open to indie authors from around the world. To learn more about the contest, see previous years’ winners, and see the submission guidelines, visit http://gotogittle.com/ and select Contests from the top menu. Deadline is November 15, 2015.

Aviva Gittle Publishing offers great stories for children in English and Spanish, including the Kitten and Friends / Gatito y amigos series. Aviva’s website, www.GoToGittle.com shares the stories of authors, illustrators and others who create books and creative media for children.

An artist is inspired to paint again after the death of her father

Corrina Holyoake seemed destined to be an artist and a writer. She even wrote and illustrated a couple of stories at the tender age of nine. As children often do, she considered all kinds of things she could be when she grew up. A dancer, a doctor, an architect. She was in her teens when she decided to pursue a career in art.

“Six years passed and I hadn’t even picked up a paint brush.”
After Corrina completed college, she talked her way into a position with a graphic design company. Unfortunately, five years later there just wasn’t enough work to go around. She then took a job working in a medical and scientific publishing house. Now a technical support advisor for the same company, she admits that it is not an environment that inspires creativity. She says, “Before you knew it, six years passed and I hadn’t even picked up a paint brush.”

Corrina gets her “arty” side from her mother. Her dad, Jack, was the storyteller. She says, “He was in the Navy when he was younger and then moved into rigging.” Jack was posted all over the world. “He had such a colourful life and was quite the traveller.” A bear of a man with an intimidating demeanor, he was the family’s “gentle giant” who wrote poetry for Corrina’s mother.

“Then the unthinkable happened.”
Then the unthinkable happened. Jack got cancer. In 2009, after a painful six years, Corrina’s father passed away. “His passing was very tough going, to watch your big, burly Dad wither away to a husk of a man was heartbreaking to witness.”

“It was like a switch had been flicked. I think I picked up the brushes as a form of therapy and then things snowballed,” she says. Corrina realized illustration was her calling. Since her epiphany, she has been working non-stop painting illustrations for children’s book authors. Then she decided to illustrate her own book. The idea for Animania was inspired by a very silly conversation Corrina had with her 8-year-old son Dylan. “We were discussing how funny it would be to mix animals up. So we came up with creatures such as Antosaurus, Prickly Python and Fluffa Fish.” Another switch went off—her son had created a great idea for a picture book!

Corrina tried very hard to get an agent or traditional publisher to work with her. Finally, she decided to self-publish Animania. “I just wanted to share the book with children and couldn’t wait any longer.”

“I decided to enter straight away.”
As a self-published author, Corrina was now responsible for promoting her own book. She says, “I am still finding my feet with the wonderful world of marketing.” She’s trying many different avenues, including entering Animania into a book competition. She’d heard about The Gittle List, a contest exclusively for indie authors of children’s picture books, on Twitter. “I decided to enter straight away.” (Related article: The Book Contest That Keeps on Giving)

Corrina still grieves the loss of her father. “I would give anything to have just one more night of storytelling from him.“ But his passing opened many new doors to creative endeavors beyond her teen-aged aspirations. Recently, she decided to sponsor the pet therapy organization Critterish Allsorts. She says, “A percentage of all sales go to them. I have always wanted to give something back with my work.” Jack would be proud.

Hurry! The Gittle List submission deadline is Midnight (PST) November 15, 2015. Print books and eBooks are accepted. The contest is open to self-published authors around the world. (Submission Guidelines)